An example

Below is an example of one of the 29 critical performance areas; namely that of defining a company’s vision.

Your company vision


Great journeys start with a vision. The vision is the dream. It states where you would like the business to be in 3 to 5 years.

The vision spells out the future state of your business. It should create passion and be inspirational, be easy to read, paint a realistic picture of the future, stimulate thinking, and should demand stretch.

Don’t be restricted by current performance or issues in defining where you want to be. If your vision is important enough, you will find ways to achieve it. The limiting factors to a company’s growth are not necessarily funds, time, resources, people, etc. The limiting factor is the business vision! At this stage, it is not essential that you know how you are going to achieve your vision. All you need is a belief that you can achieve the vision. It is amazing what you can accomplish once everyone gets behind attaining the vision.

As you get closer to achieving your vision, you are less likely to have the continued energy to go beyond the vision. Accordingly, a vision needs to be reinvented as you are close to achieving it.

It is the business leader’s responsibility to define a vision and then to communicate it to employees.



Go through the statements below. If they reflect the current situation in your business, then score them as “true”, it not then “false”.

If your total “true” score is equal to or higher than three, then you are doing a good job and you can skip this section. If not, then review the actions below to determine what you need to do to rectify the situation.



The following actions could help in improving your business performance in this area. Go through the actions and decide how you want to go about improving your performance.

  • Define an aspirational and stretch vision for the company with the top management team. (See “Defining a vision” chapter).
  • Continually (daily) find opportunities to share your vision of the future with your employees. Make sure they understand what you are trying to achieve and that they know their role in achieving the vision.
  • Inspire your management team to “live” the vision in all their daily dealings.
  • Share your vision with customers, suppliers, investors, financiers, etc. You will be surprised as to the extent they will want to help you!
  • When you have a significant business decision to make, go back to your vision and make sure you align your decision to the vision.
  • Update your 1-page strategy and 1-page TOM statements.